We take a look at Waldoโs basic CRM tactics. Check how they rank against brands we graded so far!
Waldo is a direct-to-consumer contact lens subscription and eyecare brand. Can you guess how the DTC brand scores when it comes to CRM?
Hereโs our analysis according to our 7 commandments of basic CRM tactics.
1. Be Transparent 10/10
We found a recent podcast where Ashleigh Hinde, the Founder and CEO of Waldo Contacts, talked about her entrepreneurship journey, Waldoโs move into the blue light glasses market, as well as the brandโs growth and expansion plans.
In addition, Waldo shows customers the faces behind the brand via Instagram stories.
In todayโs era of distrust, transparency is key to building a lasting relationship with customers. So brands have to be open, straightforward, and accessible to internal and external stakeholders.
Waldo gets an โAโ for being LOUD about its inner works.
2. Perks and Incentives 7/10
When we arrived at Waldoโs website, we immediately saw a 15% offer on the HP.
We learned customers could get free shipping for orders over $20 โ which is pretty standard nowadays.
In addition, once customers order a subscription, they become members of Club Waldo, which means they get to enjoy several exclusive benefits.
We didnโt know about Club Waldo until we read the FAQ page. So a lot of potential customers might miss it too. In our opinion, Waldo should consider communicating its membership program Club Waldo early in the customer journey. For instance, information about Club Waldo can be placed at the bottom of every page on the site.
While Waldo offers a couple of incentives and perks, weโd have liked to see bonuses or discounts for making a first-time purchase or signing up to the brandโs newsletter. Using perks to encourage a second purchase is a must CRM move.
3. Be Relevant 7/10
Waldoโs HP gives off a playful vibe and the copy lets us know itโs summer โ so we need to care for our eyes.
Waldo offers an affordable subscription model for daily contact lenses. This direct-to-consumer model appeals to appeals to todayโs customerโs need for convenience.
Waldoโs website also has a virtual try-on tool that allows customers to try on glasses from home. This use of augmented reality blurs the gap between virtual and physical shopping.
While Waldo does a great job of being relevant, we deducted a couple of points because we didnโt see any information regarding how Waldo responded or is responding to COVID-19 or other issues that affect their customersโ lives right now.
4. Be Helpful 10/10
Customers arenโt just making decisions based on product selection or price. Theyโre making purchases based on how brands support their communities and social causes. Letโs see how Waldoโs doing when it comes to philanthropy.
Waldo partners with Sightsavers to end avoidable blindness with its โBuy One, Give Visionโ campaign.
Waldo aims to be able to donate $4,500,000 USD to the program by the end of 2025.
We like how Waldo communicates its give-back initiative on its website, social media, and product page. When viewing a product, the โBuy One, Give Visionโ banner is visible and lets us know your purchase will fund life-changing sight correcting procedures.
5. RealTime Personalization 2/10
To test Waldoโs realtime personalization abilities, we added a pair of Nikka glasses to our cart. Sadly, Waldo treated us like a number rather than a person. There was nothing personalized about the shopping experience. The HP didnโt change from generic content or imagery to something related to what was in our cart. Moving around the site, we didnโt notice any form of customization or personalization.
On up-selling and cross-selling, we were offered a bottle of hydration drops at checkout. We didnโt find this offer relevant.
Finally, after leaving Waldoโs website, we werenโt retargeted with sponsored ads or items in our cart on social media.
Thereโs a lot of room for Waldo to provide unique and relevant experiences to customers. For instance, Waldo can tailor its homepage in realtime based on interest and behavioral cues to make it more relevant to customers. Such personalized experience is key in getting visitor to buy with you, and then come back for more.
6. Master UX 6/10
Navigating through the different categories on Waldoโs website was easy. โโThe product page is functional with descriptions, but we didnโt see user reviews and ratings
Waldoโs product list doesnโt have filter options. This made it difficult for us to find relevant products quickly.
On the other hand, Waldoโs virtual try-on function was easy to use and gave us an idea of how our new glasses would look.
In addition, the FAQ page is uniform and easy to scan. In all Waldoโs website user experience is a little bit outdated.
7. Leverage Social Media 5/10
Waldo has a modest social media following, with 11.2k followers on Instagram, a little over 500 on Twitter, and almost 19K likes on Facebook.
On Instagram, Waldo posts in high frequency and makes good use of Instagram stories. The brandโs Instagram feed is made up of promotional posts and a couple of user-generated content.
Waldo doesnโt post frequently on Facebook. While the brand has a post for September 1, the last post before that was on August 11.
Waldo has a Twitter account that isnโt very active. While the brand has a post for September 1, the last post before that was on July 22.
Waldoโs social media strategy and execution are not the best weโve seen. Thereโs no point in having a social media page if youโre not going to be active. We recommend posting platform-specific content at least once a couple of times per week using a scheduling tool โ as a start.
So how does Waldoโs CRM look? Waldo is getting a 47/70 here (67%) โ enough for a tie at 42nd of out the 56 brands we analyzed so far.
From our view, Waldo could use some CRM help. The brand falls super short in realtime personalization and social media.
Quick realtime personalization tip for Waldo: Leverage customer data to create a realtime personalized website experience for each visitor, deliver 1-to-1 recommendations and next best offers across your website.
Find out more about how to unlock realtime personalization at scale here.
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The post How Eye-Catching Is WALDOโs CRM Strategy? appeared first on Post Funnel.